MrMantastic At ComicCon India - Old Spice India

After breaking new grounds on Twitter with personalized responses to each of their audience, Old Spice set the stage for the next phase of their campaign.
We created a real-time activity at ComicCon Mumbai whereby our team selected random ordinary audience members and made them into Mantastic Superheroes. The activity was filmed to make an initial case video, shown below and a final campaign video to be released on twitter with the hashtag, encouraging people to submit pictures of themselves in Mantastic Poses while we illustrate them all into superheroes.

After 10 years of inactivity, P&G reclaimed the Old Spice brand and entered the Indian market in April 2013 with Isaiah Mustafa as the brand ambassador, running dubbed versions of the original American ad. In October 2013, the brand decided to choose Milind Soman – India’s first supermodel and well renowned actor – to be the new Mantastic Man.There were 4 different TVCs created with Milind Soman, playing a comical take on four destinations in India (North, South, East, West) to launch the Smell Mantastic campaign.

Things however didn’t go according to plan as the first video garnered a lot of negative reviews on social media. To salvage the campaign, we needed an idea similar to Mustafa’s video responses to save the day. However, considering we didn’t wish to copy past successes, we decided to give our responses a more…personal touch.

The crux of the campaign was the originality of the content. The witty (and sometimes cheeky) responses involved everyone from day-to-day twitter users to newsmakers and even some stand up comedians, and we did not shy away from being ‘bold’ to even users that were being sarcastic What made this campaign truly a success is the speed of delivery. It is important to have a quick response time and approval processes set between brand and agency. The level of trust and faith shown by the OldSpice Brand team in our capability is commendable and rare.